How evidentials of success impacted subscriber click through rate
Experiment ID: #6105
Illinois Policy Institute
Experiment Summary
Timeframe: 12/27/2016 - 01/12/2017
For the first email in their year end campaign, the Illinois Policy Institute wanted to determine what depth of explanation yielded the highest level of engagement from their subscribers. They set up two different emails, a short and a long version. The long version was nearly identical to the short with the exception of including bullet points in the copy with evidentials of their accomplishments in 2016.
Research Question
Will shorter copy increase the subscriber click through rate to the donation page?
Design
C: Long Version
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Results
| Treatment Name | Click Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Long Version | 0.20% | ||
| T1: | Short Version | 0.24% | 23.0% | 77.1% |
This experiment has a required sample size of 82,332 in order to be valid. Unfortunately, the required sample size was not met and a level of confidence above 95% was not met so the experiment results are not valid.
Key Learnings
While the shorter version did see a 23% increase in the number of clicked, it was not a statistically significant lift. With such a low level of confidence (77%) it would be dangerous to try to make too many assumptions about the impact and results of this experiment.
This test does go a long way to proving that we need to create a more holistic reporting loop so that we can tie donation results back to an individual email. It would be a pretty safe assumption that a shorter email will increase the number of people clicking through to the web page but the behavior on that page is what is important to monitor. If the longer email sends less subscribers with a higher motivation, that may have a better impact on donation results.
For future appeals, it is recommended to utilize UTM tracking to allow attribution back to the individual email.